Harnessing the Power of Online Communities with Salesforce Ideas Vida Killian, Dell Matthew Guiste, Starbucks Aurore Wu, salesforce.com Track: Marketing Executives
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The Influence of Online Community is Growing The Web Provides a New Platform for Customers and Employees to Voice Ideas and Relay Experiences Reviews of Consumer Products Personal Blogs and Twitter Conversations Reviews of Local Services
How do take action and deliver measurable business impact? How do I expose this wealth of insight back to employees? Companies See Both Opportunity and Challenges How do we engage in the conversation and channel this energy?
Dell and Starbucks Have Paved the Way Engaging Customers, Partners, and Employees Building loyalty and focusing the energy of the community Gaining Valuable Customer Insight Hundreds of thousands of records being written to their CRM database Created a Closed Loop Process for Innovation Found a scalable way of capturing ideas and seeing them through to fruition
Generated Incredible Buzz
Engage All Your Communities Online Bubble the Best Ideas to the Top Spark Conversations Around Ideas Deliver on Ideas from the Community Introducing Salesforce CRM Ideas
Provides Community in a Box A Killer Online Community App Salesforce Ideas provides an intuitive, engaging experience so it’s easy to drive participation and grow your community. Full UI Customization Customize the User Interface to match the look and feel of you website or intranet site. Self-Registration and Single Sign-On Leverage Salesforce’s out-of-the-box self-registration or setup single sign-on authentication. Reporting and Dashboards Salesforce dashboards give you a birds-eye view of your community activity Idea in Action App Turn your top ideas into projects and track things like owners, status, and estimated completion date CRM Integration Create one consolidated view of your customer so that you can run rich reports and follow up with customers based on their online activity
What’s New With Ideas? Winter ‘09 Release
Public Sites for Ideas*
Visualforce for Ideas**
Moderation and Data Quality Tools
Status Tags and Sorts
Validation rules on Ideas and Comments
The Ideas App
Up and Down Voting
Rich Text on Ideas & Comments
My Profile Page
My Ideas, Votes, and Comments
Delete Vote API
New AppExchange Apps
Ideas In Action App – Salesforce Labs
Ideas Dashboard – Salesforce Labs
Account and Contact Integration - BlueWolf
Email to Idea - BlueWolf
* Limited Release – Available after Dreamforce ** Limited Release – Available early December *** Available with Visualforce Pages but not in the standard UI
Greatly Reduce Barriers to Participation
Syndicate Content Across the Web
Content Indexed by Google
Look At Ideas.com – Find Your Inspiration
Cost Cutting Ideas
Sales Feedback and Discussions
My Starbucks Idea
Anonymously browse the site or login post ideas, vote, and join the discussion
Vida Killian IdeaStorm Manager
LEADERS will enter and become RELEVANT in conversations that occur EVERY DAY in EVERY LANGUAGE all around THE WORLD about their company or product Companies that cling to the past may not realize it, but they will lose relevance.
“ These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” Michael Dell, BusinessWeek
DELL’S DIGITAL MEDIA vision : Engage in relevant conversations with our customers online 24/7, worldwide in all major languages.
Digital Momentum Grows What’s Next? Benefit Example
The Story behind IdeaStorm
“ A company this size is not going to be about a couple of people coming up with ideas. It’s going to be about millions of people and harnessing the power of those ideas.” -Michael Dell
>10,000 ideas generated by the community
615,000 promotions of ideas
>200 ideas Implemented by Dell
Average 10,000 unique visitors/day
OBJECTIVE: Encourage ideas, feedback, input and dialogue RESULTS: www.ideastorm.com
Feb. 16, ‘07: 1 st idea submitted - Home technology makeover show
May ’07: First BIG idea implemented - Dont eliminate XP just yet
Oct. ’07: IdeaStorm gets its own blog
Nov. ’07: IdeaStorm upgraded with new look and colors
April ’08: Storm Room added to the Dell Community Forum to provide a place for IdeaStorm members to carry on conversations not directly related to ideas
Sept. 11, ‘08: 10,000 th idea is Glass Across Entire Screen
Oct. ‘08: Upgrade to SFDC Ideas 2.0 Platform
Nov. ’08: IdeaStorm widgets for portability to other communities
2009: Further Idea Collaboration & Storms expansion – private Storms, other languages, PremierStorm
IdeaStorm a rough breakdown ~4% INNOVATIVE Possible game changing ideas.
Includes both incremental ideas for next generation products as well as improvements to existing products and services.
Use existing Ideas Management process to work.
~12% UNUSABLE No action needed.
Breakdown of 200 Ideas Implemented
Case Study – Latitude (August 2008 ) COLOR OPTIONS A LITTLE ZING TO BUSINESS LAPTOPS BACKLIT KEYBOARD FOR WORKING IN THE DARK DELL CONFIDENTIAL 13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH BETTER BATTERY LIFE UP TO 19 HOURS ON A SINGLE CHARGE FINGERPRINT READER EXTRA SECURITY APPEASES JITTERY MANAGERS eSATA PORT LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS
Be prepared for the initial spike of ideas Source: http://blogs.salesforce.com/ideas/2008/07/what-should-we.html
Moderation is critical!
Dell received 2,000 ideas in first 2 weeks
Community expects immediate response/engagement
Understand expectations Customers DELL CONFIDENTIAL Customers and Employees Positive Experience Action taken on Ideas Recognition WHO WHAT HOW Timely Feedback Dell (SME) Participation Idea Status Explanation Updated Site Business Review PR Support Onsite Events “ Thank You”
Provide regular updates
Beginning - Updates were sporadic
Today - A dedicated blog with updates every 2 weeks
Understand expectations business partners DELL CONFIDENTIAL Internal Business Partners Positive Experience Executive Support Defined Process WHO WHAT HOW Timely Accurate Reporting Access to Data Alignment with Strategic Plans Informed Execs Business Champions Professional Development Communication Support
Engaged Business Partners
Regularly on site reviewing ideas and comments
Have Dell Login to the site to engage in conversations
Provide access to Reporting and Idea Management Tool
They update Central Team on idea Status changes
Areas that don’t have time. Only want to review top ideas relevant to them.
Won’t ask – need to be told.
Provide regular reporting at appropriate time (i.e. – Product Planning cycles)
Involve with urgent or highly voted ideas that need official response
Expect and accept negative comments
Community wants to hear from Subject Matter Experts
Transparency is key – must walk the fine line with sensitive information
Both push and pull methods for idea management need executive support
Reporting and visibility to ideas is key to business engagement
Internal input is as important as external input
Ideas augment other customer feedback
Ideally manage ideas in the same process as focus groups, customer visits, surveys, etc.
Matthew Guiste Program Manager, MyStarbucksIdea.com
Why did you create MSI?
And how do/did you:
Keep the community engaged?
Keep the team engaged?
MSI Was Established to Fill a Need for Dialogue Customer Contact Center Online Surveys Passion Panel Customer Voice Focus Groups PartnerView Survey Promotional Websites (e.g., itsredagain.com) Mission Review External Websites (e.g., StarbucksGossip.com) Partners Customer s Both Current communications Customer Comment Cards Starbucks.com Partner Portal In-Store Experience Before MSI: many touch points, no meaningful dialogue
Company Involvement Structure
Community Moderators (Idea Partners)
30-40 throughout the organization, 2 hours per week is asked
2-3 per department (Beverage, Card, Food, Human Resources, etc), MSI responsibilities are on top of regular role
Two primary functions: respond to community and review/promote ideas
Leads (Generally the manager of the Idea Partners, usually VPs)
1 per department
Two functions: support time commitment for Idea Partners, implement or promote ideas that are favorably reviewed
Executive Level (C-level)
Support or approve action on compelling ideas
This structure has generally worked well, still in place today
Initial Marketing Efforts and Results NY Times Homepage Dual Marquis The “bug” on Starbucks.com Starbucks Cardholder email blast and banner 99% of lifetime traffic is unpaid Banner Ads Launch Only (the only paid marketing) Email Blast Starbucks.com Bug on every page In-Store Signage from 3/20-5/12 Shareholder Meeting 6,000 mouse pads, interactive booth, part of the transformational agenda Headquarters Signage
Philosophy: How we think about engagement Today we’ll talk mostly about 1 and 2
Ideas In Action Process MSI is a way of doing business, Not a one-time event Idea Partners Gather Information Ideas are vetted Shared with Leads Leads help build Business case Presented to Executive Team for approval Blog post announcing decision
Involving Executive Level Leaders Tip: You’ll get more Leads support if you use Ideas to support their goals Top Issues & Recommendations Action Scorecard NOTE: “Top Issues” are the highest vote getting and most passionate issues across all categories
Keep Executives Informed
Support Initiatives for Individual Business Leaders
Compile data for business cases
Use MSI reporting process to elevate or amplify proposals
PPR/Bold Coffee after noon Expect to post new update shortly
Recycling (white cups) Need Executive sponsorship of well-defined program
More customer-friendly WiFi Monitor response in Canada, consider adopting in US
Automated ordering Find leader for project to look at short-term wins within current systems
Loyalty Program Proceed with current Gold Card plan, inviting top 100 MSI community members to participate for free.
Bigger Personal Cup Discount Announce the plan to move to $0.25, ASAP.
Great Conversations Continue current efforts
NOTE: “Top Issues” are the highest vote getting and most passionate issues across all categories Ideas: “ Under Review Ideas: “ Coming Soon” Ideas: “Launched” 35 14 19
Ideas in Action page (re-launched in August):
Frequent “blog” posts on actions taken—and further discussion
Sortable by a variety of methods
Authors from every level and department
Besides reporting action, a place to hone discussion
The single most important page on the site
Keeping the Discussions Strong
Keeping Moderators engaged
Frequent monthly contests
Formal recognition program (Moderator of the Month)
Make it fun! “Passive Aggressive Post of the Week”
Training and Mentoring Moderators
Moderator handbook, formal training (functional and legal)
Resources for any question, and a Community Manager
Finding the right people to start with
Ongoing support is required
For Every 1,000 Visits
For every 1,000 Visits
KPIs for You! Tip for estimating activity on your site: take x% of volume for the main site, use this as high and low bounds.
The conversation about your company will happen whether you like it to or not. Your only choice is whether to join it.
Great content trumps slick design: the MSI site is popular because it delivers relevant, interesting content. Still, people have a limit, especially your core.
“ Internet time” is much shorter than “company time”.
Even so, people understand some things take time. In the meantime, keep engaging, the written equivalent of a “head nod” goes a long ways.
Customers are willing to donate a ton of time to your company
A few “negative” leaders can tank an good conversation. Nip them in the bud. Conversations can turn quickly.
A community site like MSI is a good place to add context—complete and accurate information—to the ongoing public discussions.
A successful community like this requires a significant philosophical commitment from many levels of the company: a new level of transparency, a willingness to give up control, and a sustained commitment, to name just a few.
Further Discussion Contact: Matthew Guiste Email: [email_address] Website: www.MyStarbucksIdea.com , Facebook, LinkedIn Twitter: twitter.com/MyStarbucksIdea Don’t be shy.
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